YouTube Music will be the first-ever presenting sponsor of Dick Clark Productions’ American Music Awards this year, the two companies announced Wednesday morning.
The deal will promote YouTube Music during the broadcast as the go-to place for streaming music, videos, and live performances. The specifics are limited, however: it’s not clear how YouTube will be involved in content, like whether or not the AMAs will be streamed on the platform. Some content, at least, will be distributed on the official AMAs YouTube channel.
“YouTube Music’s partnership with The American Music Awards is a natural extension of the intimate artist-fan connection that is made possible on YouTube’s global platform,” said Angela Courtin, global head of marketing for YouTube Music, TV, and originals.
— YouTube Music (@youtubemusic) August 22, 2018
American Music Award winners are decided based on fan interaction and listenership, integrating metrics like streaming plays, album sales, radio airplay, social activity, and touring from data provided by companies like Billboard and Nielsen Music.
YouTube Music was recently revamped into a new service offering, and aims to compete in the crowded music streaming space against heavyweights like Spotify and Apple Music.
The 2018 American Music Awards will be broadcast in the United States by ABC on Oct. 9, live from the Microsoft Theater in Los Angeles.